CEO Brian Niccol, former CEO of Chipotle, is doubling down on his efforts to revamp the coffee chain as it struggles to attract customers back into its stores. Over the past year, Starbucks’ sales have struggled amid recent menu price increases and a consumer boycott over alleged political alliances in the Gaza war.

Brian Niccol said the coffee chain’s turnaround hinges on greater accountability: “We own whether or not this place grows.”

In Starbucks cafes, he’s dropped menu items. He’s created delineation between “to-go” and “for here” customers, the latter of whom get their coffee served in ceramic mugs. Niccol also announced sweeping layoffs in an effort to cut the corporate payroll.